Ask By Ryan Levesque – Marketing & Selling – A Book Review

At the risk of making Holly mad by violating her rules of disclosure, I still indeed plan on doing a book review today. The disclosure part is that I got the book for free in the mail last week. There were no conditions on my writing the review, so the opinion is my own; y’all know how I roll.

The book is obviously called Ask by Ryan Levesque, and basically it’s both the story of a guy who developed a marketing and sales process based on surveys that help you drill down to what your audience might want to see and buy from you, and the full process itself. When I was explaining part of it to my wife she got me to buy the Nook version of the thing and lend it to her so she could read the case studies, and she’s in love with what she’s read so far. There, I’m done. Nah, I guess I should say more.

Ryan is a guy with a lot of intelligence. He got a degree in neuroscience while learning Chinese, decided to go into finance so he could work in China, and was doing really well. Then he realized it wasn’t what he wanted to do anymore and decided he wanted to see what he could do for himself. Thus, he decided to get into online marketing; how many of us have thought this?

This is a guy with a thirst for learning, so he read a lot of books on sales and started out with a product that did okay… until it wasn’t doing okay anymore. By doing more reading and meeting a guy named Glenn Livingston Ph. D., who’s also known as a sales guru, he eventually came up with a way for businesses to figure out what their clients want, and then works with businesses to help them figure out how to deliver it. He decided, after a medical crisis where he almost lost his life, that he wanted to share what he’d learned with others; thus this book.

The book is in two parts. The first part is more about his background, what drives him, and all his adventures. Frankly, I loved reading it because I like knowing more about the people I’m reading about, and on Amazon, the only two 1-star reviews were from people who didn’t like this part. To me, if that’s the only gripe you have with a book you’re not worth worrying about.

The second part is where the meat is, and truthfully, you’re going to have to read it more than once to understand it all. Levesque even admits that you might not need all the steps he points out in the book, but believes if you follow them that you’ll be more successful in the long run. He also suggests you initially skim the entire process, then go back and start taking notes. That’s the part I have to go back and do next.

Ryan Levesque

Basically, he’s created what he calls the Survey Funnel Strategy. The basics of the strategy come in 4 parts:

1. The Deep Dive Survey

This is the first step, and it’s very basic. You send out a survey that’s fairly open ended. Your questions are designed to illicit general responses, which you want because without these answers, you’re not really sure where you want to go.

2. The Micro-Commitment Bucket Survey

With this survey, you’re hoping to get more information from your audience, which includes tightening up and getting the permission to send them whatever you’re trying to market. His suggestion for how to do it is pretty brilliant, but I’m not giving it away now. 🙂

3. The Do You Hate Me Survey

This is the point where you’ve sent your sales letter out, hopefully you’ve made some sales, but there’s a group of people who either visited and didn’t buy or didn’t visit; they might not have even opened the letter. Thus, you’re now sending something out to find out why they didn’t take the action you were hoping for. The way he suggests you do it is clever; I like it.

4. The Pivot Survey

The final email (by the way, this is all via email) you send is for those people who didn’t take any action after you did the first 3 letters. This not only gives you another chance to market and to gain information you might not have received earlier on, but at this point you might determine that this person might not really want what you have to market and you can remove them if that’s your preference.

Obviously I’ve just sketched things out here to give you a taste of it all. After the first two parts he shares a couple of case studies and, if what he shares is accurate, you’re going to think “WOW!” That’s what drew my wife in.

I’d recommend Ask, and obviously I’d love you to buy it via my link above (you can also click on the book), which is via Barnes & Noble. At that link you can get either the regular book or the Nook version. However, if you wish you can buy it from Amazon; I couldn’t find it on his business page. He was giving away free copies back in April, but I didn’t know about that otherwise I’d have certainly shared this information way before now.

My overall take is that it’s a great system for long term success, especially if you know how to create products and informational packages. Some of the ideas can be done by everyone, especially the first one, if you have a responsive audience. Go ahead, take a chance and have a good read!

This post has 11 comments

MY rules??? What, I’m the flippin’ FTC now? They’re not MY rules, Mitch! LOL I think you made it clear, though. And I don’t believe you can be “bought” with a free book. 😉Holly Jahangiri recently posted…Rules for Blogging? NEXT TOPIC!

Pete, people send me free books all the time. I assume someone scans blogs and websites to see who’s written book reviews and what they look like. Folks wrote me and I said I’d review the book if they sent it to me, thinking I was going to get a pdf. This is nice though.

As to your assumption… not necessarily. He also points out a way where you can create a squeeze page that you optimize on a subject that’s popular in some way that will start to capture email addresses. You know, kind of like those sites that have those fun surveys (which Star Trek character are you type of thing) and you get the offer at the end to give your name and email so it can show up somewhere, or you can continue getting things like that if you like them.

That’s why one has to read the book. He offers ways to get the thing out there where people might be for what you might be selling or marketing. That’s why there’s the drill down process, so people can figure it out based on what they know or what they like and move on from there.

Hey Mitch,Thanks for reviewing this book. I think strategy #3 sounds intriguing. I’d like to email those on my list who haven’t opened an email for several months with the subject line “Do you hate me?” I’ll have to get the book to get the “clever” details. What do you think?

I think the strategies are worth checking out Matthew. What’s funny is that there’s a newsletter I subscribe to where they sent me something Saturday just as I was leaving town to go to my mother’s for an overnight. Today I got a “I notice you didn’t open the first email” from the folks and smiled since I’d read that book. lol

Thank you for the review – I will definitely read it. I always prefer hard copies, but here in Poland it can be hard to get or will cost a lot because of the expensive transport. But maybe they will translate it and sell it on Polish market soon – I will check this out. Thanks anyway – I cannot wait to start introducing those steps in my life 🙂

You can’t buy books on Amazon from Poland? I don’t know how all of that works, but hopefully you’ll be able to get it one way or another some day.

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